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oa Journal of Marketing - Why Pepsi is in second place : branding

 

Abstract

You're standing in front of the soft drink aisle in your local supermarket, with the kind of thirst only the crisply tickling bubbles of a cola can quench. What do you reach for : Coca-Cola, or Pepsi?

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/content/mfsa1/2008/08/EJC74551
2008-08-01
2016-12-03
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